Out of Home Advertising

What is Out-of-Home Advertising

Amanda Drain- e-marketing & Communications Specialist

When developing an advertising campaign, consider Out-of-Home advertising as it offers a variety of different media products, schedules that will fit almost any budget.

Out-of-Home advertising is advertising that targets consumers when they are out of the house. This can include non-traditional advertising media, such as: Outdoor Billboards, Transit (Buses/Trains/Taxi Toppers), displays in retail locations, such as in a mall or displays in waiting areas, such as a doctor’s office.

Benefits of Out-of-Home Advertising

Out-of-Home Advertising is an affordable way to reach consumers by having an on-going, consistent presence in the marketplace. In the case of bus/transit advertising, this offers an advertiser their own mobile billboard (with eye-catching creative) that can be seen around town, including residential and commercial areas.

Compared to traditional media of Television, Radio, and Newspaper, Out-of-Home Advertising also offers more exposure for dollars invested. Outdoor billboards are a common, popular form of out-of-home advertising and some tips are outlined below for choosing a location and for messaging.

Considerations for Choosing an Outdoor Billboard Location

High Traffic Area – this is an area that is traveled on frequently which means more people will see and act on your message.  Please do not confuse high traffic areas with very busy/congested intersections. These busy areas are not always a good place for your message as people will be focusing on other things (hopefully their driving) and your message could get lost or not be seen.

Easy to see – select a location with unobstructed views

Tips for Outdoor Billboards and Transit Advertising Messages/Creative

• Short, to the point/Well-targeted messages
• Easy to Read
• Use Big Letters and Few Words
• Having a Call-to-Action or free offer will help boost response rates
• Large Powerful Graphics
• Include website address or phone number – your customers need a way to reach you.

If Out-of-Home is considered Non-Traditional Advertising, what is Traditional Advertising, stay tuned for my next blog post…